The social relevance of framing effects hinges upon their ability to persist. This article develops a theoretical account of the conditions under which framing effects should vanish quickly, fade slowly, or cause permanent changes. It argues that the cognitive processes involved in mediating frame effect need to leave durable traces in a person's knowledge to raise a persistent effect. This paper distinguishes temporary changes in the accessibility of knowledge from durable changes in the applicability structure and belief content. It discusses under which conditions these memory traces will likely affect judgment formation also after the stimulus is gone. We argue that the durability of framing effects can be modeled based on the chronic accessibility of frame-relevant knowledge and the familiarity of the frame.